Question

Topic: Student Questions

Is Web Site Segmentation A Good Idea

Posted by Anonymous on 7/29/2004 at 8:07 PM ET 50 Points
I have visited many companies web sites that clearly target many demographics, i.e electronics companies such as Sony.

I have yet to find a web site which segments the user experience. For example, many companies serve different demographics, who have different values and who like a certain experience. Yet the web site is only designed for one type of experience for all of its users.

Should a company set up a site that can appeal to different demographics i.e Sony. Have a drop down menu for the say 15-24 yr old segment, one for the 25-34 yr old segment and one for 34-55 etc... Each segment would have a different tone and appeal, giving the user a more relevent and meaningful experience i.e for the 15-24 yr old segment have more graphics, more moving images, more youthful appeal.

Of course the segmented web site would have the same consistent brand promises and thrusts.

Is there any web sites that already do this, if not do you think it would it work???
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RESPONSES

  • Posted by Blaine Wilkerson on 7/29/2004 at 8:22 PM Accepted
    Take a look at www.amazon.com . They do this.

    Now, thye on't allow you to pick your own special effects as you suggested, but they customize according to user preference and settings.

    I hope this helps!

  • Posted by Deremiah *CPE on 7/29/2004 at 9:58 PM Accepted
    Hey Kirkgavinjames,

    good to see you back! This is a fantastic story on exactly what you are talking about in Marketing Sherpa. Check it out and let me know what you think.

    www.marketingsherpa.com/barrier.cfm?currentID=2715

    To answer your question I think if you have the budget you should seriously consider multiple websites or creating opt-ins based on some demographics. It allows you to appeal to the specific needs by that groups needs. Is there anything else I can do for you?

    Your Servant, Deremiah, *CPE
  • Posted by Peter (henna gaijin) on 7/29/2004 at 9:59 PM Accepted
    Amazon is definitely an interesting example. They are about as close to segmenting by individual user as anyone.

    The challenge of segmenting is often how you get the user to self select.

    Segmenting by country or region is usually done, because customers want to read things in their own language and see information about products as they relate to them.

    Segmenting by market can also be done (such as Dell having different sections for business computers and home computers). Pretty easy to see the value of only seeing computers that you as the consumer may be interested in buying.

    But to segment by age, height, gender, etc.? The value to the consumer doesn't always stand out as quickly, so it may make it a little harder to get people to actually select. Particularly because consumers are very skeptical about why people are asking something, so would be loathe to answer unless they understand how it helps them to give that information up.
  • Posted on 8/13/2004 at 2:00 PM Author
    Some pretty good thinking.
    Thanks to those who responded.
    Look forward to hearing from you in the future.
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